"Essential Item for Korean Travel" Goes Viral... Snack Sales Jump 62%

Foreign Tourists' Word of Mouth... Over 17 Million Units Sold
Orion 'BichoB' Sales Grow 62% Year-on-Year

Orion's chocolate sandwich biscuit 'BichoB' is gaining popularity as a 'Korea travel souvenir snack' and is emerging as a global brand.

Orion announced on the 5th that BichoB's sales from January to August this year grew 62% compared to the same period last year. Since its launch in October 2022, cumulative sales have surpassed 17 million units.

Since last year, BichoB has become a must-buy item among tourists visiting Korea, significantly increasing demand from foreigners. Word of mouth spread as purchase reviews appeared on SNS in various languages including English, Chinese, and Japanese, with comments such as 'Recommended Korea travel souvenir,' 'The packaging is pretty, perfect for gifts,' and 'A fail-proof snack gift.' An internal analysis of sales data from major supermarkets in popular tourist spots like Seoul Station and Myeongdong, frequented by foreigners, showed a 360% sales growth through August this year compared to the same period last year.

Riding this popularity, Orion recently launched the 'BichoB Korea Edition' mainly in major tourist shopping districts in Seoul, where many foreign tourists visit. As BichoB's global popularity rises, Orion strategically released packaging dressed in traditional Korean clothing such as Imgeum, Seonbi, Gaksi, and Doryeong, receiving great responses.

Unlike typical products that have chocolate on only one side, BichoB is a sandwich biscuit with whole chocolate placed between whole wheat biscuits. Its differentiated taste and texture, as well as the symmetrical product feature of 'biscuit-chocolate-biscuit,' inspired a fun name that reads the same upside down, making it especially popular among young people and even causing shortages shortly after launch. As demand from domestic and international consumers increased, Orion doubled BichoB's production capacity through equipment investment in September last year.

An Orion official said, “BichoB has established itself as a 'Korea travel souvenir snack' that visitors to Korea must buy,” adding, “Since it is popular not only among domestic consumers but also foreign tourists, we expect its growth trend to continue.”